Semibold Generative Identity

Project Overview

In 2023, I collaborated with the design agency Semibold (part of the Near & Dear Group) to develop an automated generative visual identity system. Working alongside Eva Kuhejdová, I served as the Lead Developer to bring this concept to life.

The objective was to create a system that could generate an infinite variety of visual compositions while strictly adhering to the brand’s established geometric rules. This tool allows the studio’s team to efficiently produce high-quality assets for social media and other communication channels — requiring content creators to simply generate a visual and add their text.

The Challenge

Semibold had established a highly specific visual style for the Near & Dear Group, rooted in geometric shapes and rigid compositional guidelines. Creating these visuals manually for daily social media posts and marketing materials was a repetitive and time-consuming process. The challenge was to translate their exact brand manual into a programmatic algorithm that could automate production without ever breaking brand consistency.

Design Requirements & Constraints

To ensure the output always looked on-brand, the generative system was built to strictly enforce several core design rules:

• Composition Structure: Each generated visual must contain exactly 2–3 color fields and exactly one black line.
• Masking: Every composition must include one mask designed to hold imagery or brand patterns.
• Geometry: The algorithm is restricted to using only basic shapes (circles, rectangles, and triangles) arranged within an invisible structural grid.
• Interaction: Shapes are allowed to interact (via addition or subtraction) but must remain connected by at least one point to maintain visual cohesion.

Technical Implementation

• Technology Stack: The core generator was built as a web application using p5.js. This allowed for robust 2D rendering in the browser and supported high-quality, vector-based exports required for professional design workflows.
• Deployment: The full application utilized by the client’s marketing team is hosted and deployed via Vercel for fast, reliable access.
• Case Study Integration: Alongside the main internal tool, I developed a simplified, interactive version designed specifically to be embedded into the client’s public portfolio.

Interactive Demo

Try the generator for yourself! Below is the interactive embed created for the client’s case study.